Project Background
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FlatRate, New York’s top moving and logistics company, is innovating their industry with best in-class service and technology. They were looking to redesign their overall web and mobile experience and increase their SEO performance.

Problem

Their existing website was outdated, had several usability issues, accessibility issues, SEO performance was suffering, page speed was slow, and they needed to make changes to the site quickly, prior to the busy moving season.

Project Goal
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FlatRate was looking to redesign their experience, boost their SEO, standardize their style guide across the board, and solve accessibility and ADA compliance issues.

What We Did
Perpetual helped FlatRate redesign their platform, starting with creating a consistent design on web and mobile.
We reviewed any known technical issues already being tracked by the FlatRate technical team and recommended solutions.
A scan across top findings on Google Analytics was conducted, from Google Search Console through to keyword analysis.
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We identified high performing keywords. We discovered the keywords FlatRate was in the highest position for. ​
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We observed mobile device behavior and discovered inconsistencies with mobile design such as CTA which was an issue that had to be addressed since the CTR on mobile was higher than web. There was also sensitivity detected in the dropdown menu and long loading time due to hero image which caused performance delays. Identifying issues gave us more clarity on the design direction we were heading in.
Homepage Enhancements
Cross-Device Functionality
Services Provided
Overall
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Mobile and web redesign
and reimplementation
Improve SEO performance
​Product management and product planning
Design

Style guide
UX design
UI design
​Visual design
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Development

Implemented 50+ Unique Templates across the site
Optimized SEO implementation, resulting in a rank boost to top 3 for moving companies in NYC
Desktop, mobile, tablet development
Refactored and overall codebase to improve performance and quality
​Reimplemented booking forms to more engaging interface

Project Approach & Process
Phase 1 included daily meetings with FlatRate
Handoffs using Invision
Daily communication using Slack
Agile software development
QA testing with FlatRate team
Live deployments on a live product
We Approached This Project in Phases
​Phase 1
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This included the architecture and redesign of primary and secondary pages. We were able to define a style guide and created new images to use throughout. This allowed us to maintain consistency when designing throughout the next phases. We designed a new booking form while keeping CTR in mind. Navigation and footer redesign were also executed in this phase.
Phase 2
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SEO audit resulted in content updates and prioritizing content within each page. Navigation updates were made as new page design requests were received.

Phase 3
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​FlatRate was looking to provide users with the ability to view and edit the details of their move on their mobile device. Deliverables include high-fidelity wireframes and prototypes for mobile. Challenges included condensing a large amount of information into mobile screens while reducing the users’ need to scroll and organizing the details of a user’s move in a comprehensive way.
Results 
After the launch of the new homepage redesign, SEO performance increased by over 50% with keyword rankings moving up in position. With the success of the redesign throughout each phase, now not only is FlatRate providing their customers with a great move but now with a great web and mobile experience as well. Check it out yourself at www.FlatRate.com!

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